Apple's new shortened App Store URLs made their public debut during last night's Super Bowl broadcast, notes CNET. Within an ad for Star Trek: Into Darkness,AppStore.com/StarTrekApp was displayed, pointing people to a promotional app for the movie. The new address format is designed to make it easier to market apps, since regular App Store URLs are extremely complex.

It was introduced to developers last week, but has been largely ignored until now. For the moment Apple is keeping earlier iTunes.com-based short URLs intact, but says they should be updated in the near future. AppStore.com links can point to both the iOS and Mac App Stores; for the Mac, developers only need to add /Mac/ followed by the app or a company's name.

Apple has actually owned AppStore.com since 2008, when Salesforce CEO Mark Benioff gave it to Steve Jobs as a gift in appreciation of his support. It's not clear why the domain has been largely unused so far.